Good writing versus bad writing
As a writer I am often asked the difference between good and bad writing. And while there is no doubt that the divide is pretty subjective, there are some things that make good writers even if you do not consider any of the mechanics. Mark Twain once said “I would rather be friends with a good conversationalist than a good writer”, and this pretty much sums up what makes a good writer, and that is the ability to deliver a clear message without too much filler.
In much of the writing (online mostly), you get a lot of filler and fluff pieces that do not offer a lot of substance. This is largely because of the sheer volume of information out there, but it extends far beyond that of the scope of content available.
The real problem
The real problem is that oftentimes, people do not know exactly what their message is or who it is for. People that are looking for specific instructions or information can simply perform a search, and the top result is likely from a pretty credible source. So what you get with smaller companies is them trying to compete with these sites rather than simply producing quality content.
A good writer should know exactly what they are saying and who they are saying it to. You have your topic, now figure out the best way to deliver it without worrying about it being super clever, witty, or appealing to the search engines. Bad writers will often simply try to use keywords to draw readers in, but good writers will give their message clearly.